Come dig in with us on three key aspects of engaging with customers and learn about specific techniques that will help drive sustainable growth in your business: Getting into the mindset of your prospects and customers, creating content that resonates with your target audience, and initiating a relationship.
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Hacking the Customer Experience
1. #growthhackme
Hacking the Customer
Experience: Essentials for
Marketing Success
October 21st, 2014
PRESENTED BY:
2. INTROS
Jerrod Bailey, Partner and SVP at Tallwave
Jerrod has spent the last 15 years in technology companies focused on B2B markets in
Business Development, Product and Marketing capacities. Tallwave is a venture
development and venture capital firm based in Scottsdale, AZ focused on growing
companies from Idea stage through Commercial Sustainability. Over the last 4 years at
Tallwave, Jerrod has helped develop over 50 companies.
Anna Hrach, Content Strategy Manager at ethology
As the content strategy manager for ethology, a Scottsdale-based digital marketing
agency, Anna Hrach spends her days developing smart strategies, crafting engaging
content and working with a team of interactive experts to produce the best digital
experiences possible.
Chelsea Winkel, Design Strategist at Tallwave 29th Drive
Chelsea is a problem solver with a decade of experience designing things for people that
are easy to understand, use and adapt to. She specializes in taking the extremely vague or
complex and making it strikingly simple. Part designer, part scientist and part entrepreneur
she helps Fortune 500 companies and startups tell the stories they want to tell.
#growthhackme
3. #growthhackme
TOPICS
1. Getting – Into the mindset of your customers
(Methods for Agile Customer Empathy)
2. Creating – Content that resonates with your audience
(Keys to Content Marketing Success)
3. Initiating – The relationship
(Beyond Social Selling: Growthhacker Methods for Filling
Sales Funnels)
4. chelsea@29thdrive.com | @hirechelsea | #growthhackme
1.
Methods for
Agile Customer Empathy
Getting – Into the mindset of your prospects
and customers
8. chelsea@29thdrive.com | @hirechelsea | #growthhackme
Why Building Empathy Matters?
1. Innovation starts with empathy
2. Developing deep connections with the people you serve
allows you to identify opportunities more quickly than
competitors
3. Empathy prevents situations that lead to sympathy or
customer pity
10. chelsea@29thdrive.com | @hirechelsea | #growthhackme
How to Build Empathy at your Organization
1. Start small and build momentum.
2. Humanize your customer with names and stories.
3. EVERYONE is an active participant.
12. chelsea@29thdrive.com | @hirechelsea | #growthhackme
Activities for Building Empathy
Empathy Maps
Personas
Online User Testing
User Comics
Shadowing & Out of Ego Experiences
Customer Experience Ecosystem
Most Agile
Deepest
Connection
15. chelsea@29thdrive.com | @hirechelsea | #growthhackme
Online User Testing
You’re going to discover 80% of your
problems by testing 5 users.
• Have a specific goal in mind, “We
want to know ______”
• Pre-Qualify Testers
• Consider using both broad tasks and
specific tasks in your tests.
• Clear, concise instructions.
• Beware of leading questions and
bias.
• Run private tests.
• Test audience segments or
demographics separately.
Image from Norman Nielsen Group
23. chelsea@29thdrive.com | @hirechelsea | #growthhackme
Sustaining Customer Empathy
• EVERYONE is an active participant.
• Progressive discovery.
• Empathy every 6 weeks.
• Be the champion for the end customer.
• Empathetic culture has to come from the top.
• Create artifacts & tell stories, over and over
and over again.
33. anna.hrach@ethology.com| @annabananahrach | #growthhackme
Reality Check: Content Costs a Lot
Time – Finite resource: hours, days, weeks, months
Money – Salaries, software/CMS investments
Resources – Physical, digital
People – Someone has to create it all
42. anna.hrach@ethology.com| @annabananahrach | #growthhackme
The Three Content Marketing Players
BRAND
What are the business
objectives?
ROBOTS VISITORS
What does topical
demand look like?
What do our audiences
need & want?
43. anna.hrach@ethology.com| @annabananahrach | #growthhackme
Too search-focused =
Not the most qualified traffic
Sounds like a brochure
Ignores user questions
Not findable
Weak user experience
Content doesn’t nurture
Consumers. The big idea. ethology
#HelpNotHype http://www.flickr.com/photos/gi/3232485/sizes/o/
44. anna.hrach@ethology.com| @annabananahrach | #growthhackme
Too brand-focused =
Sounds like a brochure
Doesn’t meet user needs
#HelpNotHype http://www.flickr.com/photos/34639903@N03/3439647651/
45. anna.hrach@ethology.com| @annabananahrach | #growthhackme
Too user-focused =
No benefit for brand
Still doesn’t answer questions
#HelpNotHype http://www.flickr.com/photos/icathing/7353057/
47. anna.hrach@ethology.com| @annabananahrach | #growthhackme
How Voice & Tone Affect the Stories We Tell
Embrace your brand’s voice, understand how it
speaks to customers, and think about what kind of
stories it would tell.
VOICE TONE
● Brand’s personality
● Writing style
● Consistent & reliable
● Brand’s mood
● Part of voice
● Changes with context
58. jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
WHO IS YOUR BUYER?
Titles?
VP of Human Resources, CFO
Industries?
Manufacturing, Supply Chain & Logistics
Geography?
Western US
Company Size?
Less than 500 employees
Image: http://www.omnicircuitboards.com/blog/bid/239449/Having-Too-Much-Fun-Working-in-Printed-Circuit-Board-Manufacturing
59. jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
BOOLEAN EXPRESSIONS
(“peanut butter” AND jelly) OR “PB&J” OR “PB and J”
AND Sandwich -apparel
http://foodspin.deadspin.com/peanut-butter-sandwich-pairings-ranked-1142578368
70. jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
WHAT IS VALUABLE TO THEM?
•Need advice approach
•Building community approach
•Looking for a contact approach
•Launching new tool approach
•Announcing big event approach
81. Navigating the
First Date
Building a Solution
Development Prompter
jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
Image: http://www.oliverhustle.com/page/2/
86. Offer Value (in the
form of a question)
Listen
Listen
2
3
4
jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
Lots of Discovery
Questions 1
Image: http://www.amazon.com/Plastic-Treasure-Party-Accessory-count/dp/B000R4OGZE
87. STRUCTURE OF A SOLUTION DEVELOPMENT
PROMPTER (SDP)
BENEFIT
NAME
DISCOVERY/PROBING QUESTIONS VALUE OFFERING
XYZ
BENEFIT
How you do [this] today?
Who is responsible for [this]?
What do you like or not like about how you're
doing [this]?
What happens if it goes wrong?
Do you spend time or money to solve this
problem?
If … User…
Could Do this action…
And Achieve this outcome…
Would
that be
Useful? Helpful? Valuable? (Why?
How much so?)
XYZ
BENEFIT
How you do [this] today?
Who is responsible for [this]?
What do you like or not like about how you're
doing [this]?
What happens if it goes wrong?
Do you spend time or money to solve this
problem?
If … User…
Could Do this action…
And Achieve this outcome…
Would
that be
Useful? Helpful? Valuable? (Why?
How much so?)
jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
88. jerrod.bailey@tallwave.com | @jerrodbailey | #growthhackme
THE CLOSE
“So, I just heard from you that you [summarize
pain], and that you’d be interested if we could
[list items of ‘reach’]. How about we schedule
a meeting to walk you through how we would
do those things. You can then decide if you are
interested in talking further. Would you like to
take that next step?”